Known for his inventive work on movie titles and posters in the middle of the 20th century, Saul Bass was a significant American graphic designer and filmmaker. Among the many well-known movies he designed are "Psycho," "Vertigo," and "West Side Story." Bass provided insightful commentary on filmmaking techniques in addition to visual design.

He made some noteworthy observations, one of which was the discrepancy between movie trailers and the real thing. If a store promised you the best ice cream in the world but ended up serving only average flavors, customers would be dissatisfied and probably tell others not to bother. This type of discrepancy in film marketing can harm a film's standing before it even opens.

According to Bass, viewers feel deceived when trailers overpromise and films fall short of expectations. This has practical ramifications for the film's success and goes beyond moral principles. When it comes to choosing whether to purchase tickets or watch a movie at home, word-of-mouth is very important. Viewers are less likely to suggest the film to friends and family if they leave the theater disappointed because it didn't live up to their expectations based on the trailer.

Bass was essentially emphasizing how crucial it is that promotional materials appropriately convey the plot of the movies they are meant to promote. To keep viewers' trust and satisfaction, a movie's marketing must closely resemble the finished product, much like a recipe should match its description.